Advertising in Australia is too vanilla and marketing directors are looking overseas for big bold ideas, a panel has told the Mumbrella 360 conference.
Marketing director for the Sydney Opera House Victoria Doidge said she looks to agencies for big bold ideas, and she doesn’t find them in Australia.
“I think most advertising is vanilla at the moment,” she said in the panel discussion moderated by MEC chief strategy officer James Hier.
“Unless it’s engaging a conversation, unless it’s creative, unless I care enough to share, I’m going to ignore it, so many of us are probably working on campaigns that people aren’t even seeing.” Read more »
Tom Waterhouse’s mistake was his failure to recognise television screens as a “sensitive space”, according to Aussie Home Loans’ John Symond.
“Tom invaded their free space where they were relaxing. They didn’t want that,” said Symond.
Speaking on “The Face of the Brand” panel at the Mumbrella360 conference today, Symond weighed in on bookmaker Tom Waterhouse’s recent step back from television screens.
“You’ve got to understand your product and where there’s a market need, and I don’t think the footy shows have a need for a bookmaker,” he said. Read more »
Channel Nine CEO David Gyngell has conceded mistakes made by allowing Tom Waterhouse to spruik live odds with commentators during NRL matches.
Waterhouse had become the lightning rod for the debate, Gyngell told the audience, however he also argued that it was not the network’s place to be “wowsers” when it came to legal activities such as gambling, smoking and alcohol.
“We believe we have got a moral compass to provide to the community, but at the same time we don’t have a wowser barometer either to tell you all to suck eggs, it is a free world you should be able to smoke, drink and gamble whenever you want to or do whatever you think, within the laws,” Gyngell told GroupM’s chairman and CEO John Steedman during a discussion at the Mumbrella360 conference this morning.
Chief marketing officer of Coles Supermarkets Simon McDowell has told an audience at the Mumbrella360 conference that he was trying to create a “famous company” and “isn’t particularly interested in anything that resonates with the advertising industry”.
In a keynote speech this morning, McDowell said when asked about the polarising reactions to Coles’ most recent ads, including the “meet the family,” the Flybuys campaign featuring Dawn French, and Status Quo’s reworking their 70s and 80s songs into jingles: “Do I care what adland thinks? Not a bit. Not one bit.”
“In fact I love it when I see a Mumbrella article because everyone has a view and the medium we’re working in is very subjective, isn’t it? What I would say is that Coles business is in a turn around and under Ian McLeod’s leadership, it has totally been transformed. We have more customers spending more money at Coles than we ever had in our history. Read more »
The hotly-contested Mumbrella360 Battle of the Media kicked off this morning with ‘prostitution’ and ‘love’ both used as weapons in the contest for media supremacy.
The first and second rounds saw outdoor advertising defeat online, and cinema defeat direct mail as the mediums went head to head in the main auditorium of the Hilton Hotel.
Richard Herring, CEO of APN Outdoor and chairman of the Outdoor Media Association, was the first to present his case opening with a comparison between outdoor advertising and prostitution. Read more »
Channel Ten’s Masterchef saw its ratings lift on Tuesday night with an increase of just over 120,000 viewers on its Monday night performance.
The show drew a total audience of 860,000 people ranking eleventh in the most watched shows of the night. It was however, beaten by NCIS which drew 875,000, claiming tenth place overall.
Last night saw audiences down overall with Channel Nine’s 6pm News the most watched show of the night drawing 1.35m nationally.
The third annual Mumbrella 360 conference has officially begun.
We hope to see many of you at the Hilton Hotel Sydney but don’t forget we’ll also be covering most of the events here on the Mumbrella website.
So make sure you check the site regularly over the next two days for all the updates. Read more »
Online sales for the Mumbrella360 conference, which starts tomorrow at the Hilton Hotel in Sydney, have now closed.
The conference runs on Wednesday and Thursday featuring more than 180 speakers from across five time zones in 69 sessions spread across four streams. Tickets for the event will still be on sale on the door – the program can be viewed here.
Tickets sales have exceeded both the 2011 launch year and 2012. Last year saw 1,020 audited visitor attendances.
The next 72 hours or so will see the Mumbrella editorial team mainly covering Mumbrella360 and the Mumbrella Awards.
Newswire service the Australian Associated Press has announced a restructure that will see a 10 per cent cut across editorial and will result in the loss of 20-25 editorial jobs.
According to a statement issued today AAP Newswire editorial resources which now be split across two divisions a core news service and enterprise division.
AAP Editor-in-chief Tony Gillies said the changes will see a greater centralisation of subbing and production resources.
“Clearly we need to create a sustainable business structure.While it means there will be fewer jobs, it also means there will be new jobs as we shape our editorial teams to deliver the new services and products,” said Gillies.
“This is a significant transformation and we will be working closely with our staff over the coming weeks to ensure a smooth transition to our new way of working,” he said. Read more »
Viner told Mumbrella this afternoon: “We are looking at the Australian Press Council and will be considering becoming members as we become more established.”
The statement comes in the wake of a dispute over the website’s coverage yesterday between Australia’s newest media outlet, which launched last week, and deputy federal Liberal leader Julie Bishop. Read more »
Fairfax’s Metro Media Publishing is set to close seven newspapers servicing Melbourne’s south-eastern suburbs.
In a statement issued this afternoon the company announced it will close the Knox Weekly, Monash Weekly, Casey Weekly Cranbourne, Casey Weekly Berwick-Pakenham, Maroondah Weekly, Peninsula Weekly and Frankston Weekly, as of the week beginning June 17, 2013.
“We took control of these businesses following our merger with Fairfax. We knew they were incurring significant losses, and we have done a good job in reducing those losses,” said Antony Catalano CEO & Publisher of MMP.
“However, the seven titles were unable to capture a large enough volume of retail or real estate advertising to be commercially viable.” Read more »
IPG Mediabrands Australia has appointed Travis Johnson, former commercial director of Mediabrands as chief executive officer of Mnet, the company’s mobile business which was purchased earlier this year.
Henry Tajer, executive chairman of IPG Mediabrands Australia, said Johnson was heavily involved in the acquisition of Mnet and was natural choice to be CEO.
“Travis was a key player in the considerations leading to the Mnet acquisition and since then has helped drive Mnet’s growth and assimilation into our group businesses and client portfolios,” said Tajer. “He is a prolific thinker on digital communications and one of the most effective executives I have ever worked with.” Read more »
The return of the ABC’s most popular quiz show in recent years, Spicks and Specks, has been bumped back to next year, Mumbrella can reveal
The ABC told Mumbrella that it will instead focus on production for the Merrick Watts-fronted Tractor Monkeys.
Jennifer Collins, head of ABC Entertainment said Spicks and Specks will now come early in 2014. She said: “It’s an exciting way to launch next year. Casting for the new team will begin later this year. We plan to welcome back some of your favourites as well as testing the musical knowledge of some new and surprising guests.” Read more »
A campaign developed with agency Arnold Furnace features “proof statements” relating to seven areas covered by Ray White: knowledge, experience, results, tailored marketing, creating competition, passion and process. These are illustrated by photos in muted colours of homes and families with a standout yellow item representing the brand.
It will run in print, outdoor, radio, online, social media and direct mail, as well as in offices and across its website.
Karen Hall, Ray White’s chief of marketing, said in a press release: “Research showed us that Australians were weary of vague, flowery statements by real estate brands and that they’d prefer examples of tangible, distinct value. We were not surprised to find most consumers cannot differentiate brand value offerings across our industry. Read more »
Creative agency JWT New Zealand has created a new campaign for job website Trade Me Jobs harking back to the days when a surname defined your job and your school was the main factor in your career direction.
Embattled brand AussieMite has continued overnight with its quixotic social media response to controversy over its Catholic-baiting ad.
The posting met with cynicism from some consumers with one saying: if you’re trying to offend most Catholics… you’re doing a damn good job with these fake apologies on top of that ad.”
Meanwhile, AussieMite was less apologetic on Twitter, in one instance criticising God for the brand’s woes with a message saying Read more »
The show was comprehensively beaten by The Voice which rated 1.532m, and The Block which rated 1.459 for Nine. It was also beaten by Seven’s House Rules which rated a series high of 1.306m according to preliminary overnight metro ratings from OzTAM.
Masterchef did not fare much better in Ten’s new target demographic of 25-54, where it was 10th for the night. The Block was top in this demo, followed by The Voice, then House Rules. Read more »
Encore’s Brooke Hemphill spoke to The Great Gatsby director Baz Luhrmann about making the film and dealing with criticism.
THE MAKING OF GATSBY
Luhrmann on returning to Cannes, making a film in 3D and drawing inspiration from Dial M For Murder.